This document discusses the importance of people in delivering service and building brands, especially for finance and insurance companies. It argues that consumers are loyal to the individuals who provide them service, not just the company brand. All aspects of a company that interact with customers, including employees, processes, forms, and statements, contribute to how the brand is perceived. For service companies to successfully build their brands, they must ensure all employees understand and represent the brand values, empower staff to customize service, and integrate people, processes, and physical touchpoints to deliver a seamless customer experience aligned with the brand promise.